2016 Winners & Shortlists

Creative Execution

It was clear we needed to address confidence to connect with girls in MENA. Given the lack of a teen media scene, we created the first teen magazine on Tumblr to serve as a judgement free space. We created 180 teen friendly pieces from GIFs to listicles. We partnered with four influential women to create online videos to show their story of courage. To facilitate teens in their courageous journey we also created a mentorship program with one of our influencers to guide one girl. Yahoo, YouTube and Facebook were brought to help drive traffic and showcase our content.

In conclusion, C&C touched the lives of 400,000 girls via our digital magazine. We had 2+ million views of our videos on our YouTube/Facebook page and another 1.3 million on Tumblr. We exceed the expected shares from our Tumblr by 91%. In KSA and EGY, our numbers exceeded our benchmarks by more than 400% on engagement metrics. We saw positivesentiment with messages such as “I feel inspired” and "you make we want to achieve my dreams." Via our mentorship, 70 girls opened up to us by confiding in us their imperfections and desire for support on finding who they are.

Clean & Clear set out to become the first choice in face wash among teen girls in the MENA. This was an impossible challenge given teens use soap. C&C understood that they needed to step-change how they connected with teens to accomplish their vision. Universally, we recognized that having clear skin is important for girls. Having clear skin meant confidence and the ability to take on the world that is awkward yet awesome. We also understood the new roles that females play. Globally, women are making headlines allowing for their achievements to define their beauty. Although, this was happening, we realized that in the region women as heroes are not common. Through a global study we further learned that 75% of young girls want to be accepted but are afraid to be judged. This further drew our attention on how vital it was to show courageous females as examples.